Why Pernod Ricard is confident spending money on targeted ads despite growing industry unease

Pernod Ricard has brushed aside growing concerns that the use of targeting advertising on social media is proving unsuccessful and is instead confident that the tool can help the drinks business to better reach consumers over traditional advertising.
The business is continuing to shift its media spend towards digital and has upped its digital across the medium in the UK from 31 per cent to 40 per cent year-on-year in 2016, with a chunk of this focussed on targeted adverts.
Speaking to The Drum a